|Fri Aug 10 2012 13:04:01|
Why Is eBay Targeting Casual Sellers?
By: Ina Steiner
eBay sellers can be sorted into three broad categories: large retailers/manufacturers; the Powerseller; and the casual seller. While many traditional eBay Powersellers say they feel eBay has abandoned them as it increasingly woos large retailers and brands, not much is said about eBay's stance on casual sellers, but it's a segment that the company is also actively targeting.
One way eBay acquires new sellers is by converting shoppers. eBay added a link called "Sell one like this" right on the listing pages sellers have paid for - an accompanying graphic displays a tiny auction gavel. But why would someone want to sell an item if they are shopping for that very item? Some may be:
- Consumers who are searching eBay to research the value of their possessions;
- Consumers who are looking for a replacement for an item they already own (eBay can get them to sell their old item and sell them a new one at the same time).
Once visitors click on the "Sell one like this" link, eBay brings them to a sign-in page that displays a graphic, "List free and cash in. Whether you list 1 item or 50, pay nothing until you sell." The graphic links to a Quick Start Guide that reads:
We've Made It Super Simple to Sell on eBay
List Auction-style FREE
First 50 items per month -
FREE to list auction-style &
add "Buy It Now"
See full terms and conditions
One easy Final Value Fee - pay only if it sells
Register as an eBay seller and create a PayPal account
In the UK, eBay runs free-listing promotions nearly every weekend but restricts it to "Private" sellers (private sellers are those not registered as businesses in the UK, a requirement of doing business there). Here's the latest eBay UK promo scheduled for this weekend.
This week, eBay is running a fixed-price free-listing promotion (through August 18, 2012). Information about the promotion was sent only to certain User IDs and was not published on the announcement board - sellers believe the promotion targets casual sellers.
Attracting casual sellers gets more inventory on to the site, and offering up to 50 free listings could be encouraging mobile users to list via their smart phone (easy, impulsive), where they may not wish to invest the time and effort in front of their desktop.
Another benefit of attracting new sellers is that they must sign up for PayPal, which eBay sees as a key to its future success.
Have you seen other ways eBay is targeting casual sellers?
Why do you think eBay is targeting casual sellers, and are there any ramifications for the eBay Powerseller?